WBC employs advanced segments in Google Analytics to boost its e-commerce conversion rate
Customer Company Size
SME
Region
- Europe
Country
- United Kingdom
Product
- Google Analytics
Tech Stack
- Google Analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Revenue Growth
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
WBC is the UK's largest supplier of hamper, dell and drinks packaging to independent retailers. Established in 1989, the company has a range of 850 products that it promotes through its website, which is its main business generation tool. The company was keen to redesign their e-commerce site and increase the number of sales it generates. They wanted to understand how web traffic interacted with the site, and where potential improvements could be made. They sought the help of Periscopix, a search engine marketing agency, to achieve these goals.
The Challenge
Established in 1989, WBC is the UK's largest supplier of hamper, dell and drinks packaging to independent retailers. The company's website is its main business generation tool, promoting their range of 850 products. WBC was keen to understand how web traffic interacted with the site, and where potential improvements could be made. The company wanted to redesign their e-commerce site and increase the number of sales it generates. However, they faced challenges in understanding visitor interaction with the site and ensuring accurate Google Analytics implementation for solid data analysis.
The Solution
WBC's search engine marketing agency, Periscopix, conducted an in-depth implementation audit and set up site search, event tracking and goals. They performed site analysis and used advanced segments to identify new and returning visitors, and to understand how their behaviors differ. They found that a high conversion rate for loyal customers was hiding a very low conversion rate for users completely new to WBC. Periscopix proposed changes to the homepage, showcasing the range of products stocked by WBC and imposing a sense of authority in the marketplace. They ran an A/B test on the homepage for three months, which resulted in a 2.2% increase in homepage engagement and a boost to the e-commerce conversion rate by 12.2%.
Operational Impact
Quantitative Benefit
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